Adshel rolls out ethnic targeting nationally after successful trial
28% of Australians were born overseas with the figure rising to 40% by 2050
Adshel is rolling out ethnic targeting across its outdoor network nationally after the completion of a successful trial with SBS.
The outdoor company will let marketers tailor campaigns to suit the ethnic make-up of communities, noting that the percentage of Australian’s born overseas is continuing to grow.
Research conducted by the Outdoor Media Association said that Australia’s urban ethnic population will make up 40% of all Australians by 2050.
Adshel head of marketing, Charlotte Valente, said the demand for the ability to target specific ethnic communities was growing.
“The proportion of Australians who were born overseas has hit its highest point – 28% of the population, or 6.6 million Australians, were born overseas,” Valente said.
“With these numbers steadily on the rise, we have seen an increasing demand for targeting audiences from different ethnic backgrounds, ensuring relevant and engaging creative.”
Adshel trialled ethnic targeting with SBS during Chinese New Year, with a two-week campaign in Sydney achieving 8.5m contacts.
“To be able to communicate with this valuable audience in their own language sends a relatable and impactful message,” Valente said.
The company will make ethnic targeting available across all of its 22,0000 outdoor sites in Australia and will combine it with other audience profiling tools and its network of beacons.
Really? After the furore of the Optus ads in Arabic? Great initiative, but good luck!
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Really, the mighty $ overtaking all else again. I can see why pertinent signage would be in foreign languages for tourists (eg. beach safety signs, at airports etc) but advertisers would be wise to attract the 72% rather than the 28% and risk alienating their majority customer base.
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Only in a country where a certain portion of the population think English is the only language to ever use in Australia. We need more of this thinking, as its this innovation thinking that will make Australia one of the greatest countries on earth
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